Music logos drive digital brands: an empirical analysis of consumers' perspective

Abstract

<p>Universally digital music is believed to be the most appealing, and relaxing experience generator for the human mind. Different brands use music as a strategic tool for gaining consumer attention by providing a sense of association, loyalty, and assurance of quality to connect with brands. Fewer studies have focused on music logos, start-up chyme, and sonic logos, with very little information on the practical aspects of adopting digital tunes. The authors employed structural equation modeling to analyze data for the moderation effect of awareness, loyalty, and association on brand equity of prominent brandsin this study. Results of the study reveal that consumers showed high brand recognition awareness and positive associations regarding the brands which employed digital music logos in their promotions. This study suggests a new digital transformation or repositioning of promotional campaigning with music logos that can help in enhancing brand equity with help of these digital tunes.</p>